Take a look at the watch you’re wearing now.
Do you know what movement or mechanism it uses? Do you know if it uses sapphire or mineral glass? Are the design components essential parts of a complex design or are they merely decorative?
Most of us tend to be aware of this level of detail in our smart phones, computer, or cars. But when it comes to watches, awareness is around the brand and the marketing.
The result? More logo and less watch.
Anyone looking for complexity, quality, and exclusivity is forced to pay the exorbitant price tags that the big brands demand.
This is why, in 2011, Umbrella Watch Group was born.
Our goal was to build a business that doesn't just sell watches, but that offers more watch…more substance…at an inclusive price point.
To do this, we made ourselves a part of the whole journey, from design to manufacturing, marketing to fulfillment. This approach helped us to get a better understanding of the details that the average consumer (and many “world class” brands) can miss.
With this holistic insight, we were ready to launch our first product.
Work began on the first X-Frame Kickstarter campaign in December of 2013 with a simple goal - to create an exclusive timepiece that is truly unique in every way.
It was a resounding success. We were 145% funded by 260 backers from around the world.
We successfully delivered our first series, the X-Frame Vulcan, in July 2016. Now, we're turning to Kickstarter with our second series, the X-Frame Seer Chronograph.
We've been working on this new design for over a year, collaborating with our previous backers, extended community, and partners, to bring you an even more exclusive design.
The X-Frame Seer Chronograph is a geometrically-etched, stainless steel sculpture with a Meca-Quartz hybrid movement.
It’s a powerful, masculine, complex design that stands alone with its unique case design, meticulous manufacturing process, and attention to detail.
This campaign is the end result of thousands of hours of work and a collaboration between industry experts from California, Dubai, Vancouver, Poland, Hong Kong, and the Netherlands.
It’s been a long time coming…
We're excited to be back on Kickstarter and can’t wait to hear your thoughts.
If you look at some of the most aggressive watch designs we see today, you’ll notice that they all have one common feature - a multifaceted design.
The term 'multifaceted' is defined as having many aspects or sides. Think of a diamond, for example. A diamond is meticulously cut with extreme precision completely eliminating any curves. We wanted to design watches with the same concept.
We decided to call our watch the X-Frame, as the X-Frame is a bodybuilding term that refers to having wide shoulders and back tapering into a tiny waist. Essentially, ‘X-Frame’ refers to perfectly chiseled features.
Our logo was designed by artist Vladimir Fedotov in Bulgaria. We wanted a logo that resembles a mutated DNA strand that has had its structure permanently altered from a standard inter-wined double helix form into a perfectly carved sculpture.
Case designs tend to fall under 5 categories: Round, Oval, Tonneau, Rectangle or Square.
Our goal with the X-Frame Seer was to create a case that doesn't fall under any of these categories. Truly unique.
We wanted to offer watch enthusiasts an aggressive, masculine, geometric watch. To do that, we completely eliminated curves from our design equation. We've stacked a hexagonal case between a three layer 10 sided decagon bezel and a 10 sided decagon case back.
The X-Frame Seer features the VK 67 movement, a chronograph hybrid Meca-Quartz movement.
Meca-Quartz hybrid movements combine quartz and mechanical technologies, providing the best of both.
You get the look and feel of a mechanical watch with the sweeping seconds hand, and mechanical action instant zero reset, while at the same time the accuracy, reliability, and durability of a Quartz. Not only unique and exclusive in design, but also guaranteed to last you for many years to come.
While many watches are hallowed out shells made from Zinc Alloy, the X-Frame Seer is made entirely from surgical grade 316L stainless steel. It weighs 179 Grams or 6.314 Ounces.
Each watch is sandblasted to perfection, creating a perfect matte finish that truly stands out on your wrist and comes with a default stitched genuine leather strap and a stainless steel buckle clasp to ensure maximum comfort.
We're also using curved chapter ring that features luminous hexagonal hour markers, skeletonized luminous watch hands, and a hexagonal date window. The chronograph dial is vertically brushed to offer an exotic and unique look, without affecting utility.
To give you an idea of the complexity of the design, take a look at our engineering drawings.
Our watch has 10 bezel screws that attach the three-part bezel to the watch case.
In most fashion brands you see today, the bezel screws are actually decorative and not functional. You wouldn't be able to remove them or bolt them on.
In fact, bolts are rarely used in watch manufacturing. It's a feature almost exclusively seen in very high-end and limited production time pieces. And now we know why...
Using functional bolts in a watch design requires a lot of manual labor. The bolts have to each be attached by hand and properly torqued to avoid them from loosening in the future.
If you take a close look at the middle part of the watch bezel, you'll see that it's flat. That steel part has a functional purpose - it acts as a locking washer, used to distribute the load of the screw and prevent loosening of the bolt.
Even after these measures were taken in our first campaign, we received feedback from a few backers that told us they had experienced some loosening, the solution was to manually apply a thread locker to each bolt.
The thread locker we selected is primarily used in the repairing of cars, motorcycles, trucks, and marine equipment.
A thread locker completely fills the gaps between mating threads to lock and seal the threaded assembly. At the same time, it's easily removable with standard hand tools. The thread locker we use is tested to the requirements of:
The straps on our watch were custom designed to fit our case, and attached to the case with 2 screws on each side.
Several backers in our first campaign reported to us that the screws became stripped when they attempted to switch straps and they were unable to remove them.
We resolved this issue by redesigning new thicker stainless steel screws and sourced them from a different manufacturer.
Stainless Steel Buckle
In our previous campaign we used a butterfly clasp for all our watches. Some backers informed us that the buckle was difficult to operate and was uncomfortable to wear.
Our solution? For the new Seer, we'll be using a standard 316L stainless steel buckle.
Each watch will come with an extra set of screws (so backers can have spare parts handy in case they need them).
Warranty Card, Tags and Certificate
Each of our watches will include a warranty card, tags and a certificate of Authenticity.
Fulfillment and Shipping
We will not be using a third party for fulfillment, our watches will be shipped directly from Vancouver by Registered trackable post, shipping our own watches will allow us to further inspect each watch and insure it is properly packed and shipped to you on time .
Risks and challenges
With a successful Kickstarter campaign under our belt, we have completely changed our strategy for the new X-Frame Seer. We're offering only five options instead of the 16 we offered in the first campaign. This will speed up production and eliminate the risks of any project delays in the future.
We'll be posting frequent updates to keep our backers informed every step of the way.Learn about accountability on Kickstarter
- (31 days)